First Abu Dhabi Bank (FAB), the UAE's largest bank and one of the world's largest and safest financial institutions, has partnered with global loyalty technology leader Ascenda to launch the market's most rewarding portfolio of premium Visa Signature and Infinite cards. The collaboration equips the new cards with an unparalleled loyalty programme powered by Ascenda, tailored specifically to driving spend and engaging affluent customers.

To bring the highly compelling card value proposition to life, Ascenda is enabling a rich selection of premium benefits and redemption options fulfilled through its industry-leading global rewards partner network. Providing a seamless and personalised digital customer experience, Ascenda's cloud-based rewards technology has been embedded securely into FAB's online and mobile banking channels.

Futoon Almazrouei, Group Head of Consumer Banking UAE at FAB, said: "Ascenda's advanced technology and rich rewards content supports our strategy of offering the market's leading affluent card products. We will continue to build meaningful partnerships that provide value across our customer groups."

Sebastian Grobys, Chief Commercial Officer at Ascenda, added: "This partnership is a testament to Ascenda's continued loyalty innovation and fast-growing global footprint of top tier banking collaborations."

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